Prior psychophysiological studies of cognitive reappraisal have generally focused on the down-regulation of negative affect, and have demonstrated either changes in self-reports of affective experience, or changes in facial electromyography, but not both. Unfortunately, when taken separately, these measures are vulnerable to different sources of bias, and alternative explanations might account for changes in these indicators of negative affect. What is needed is a study that (a) obtains measures of self-reported affect together with facial electromyography, and (b) examines the use of reappraisal to regulate externally and internally generated affective responses. In the present study, participants up- or down-regulated negative affect in the context of both negative and neutral pictures. Up-regulation led to greater self reports of negative affect, as well as greater corrugator and startle responses to both negative and neutral stimuli. Down-regulation led to lesser reports of negative affect, and lesser corrugator responses to negative and neutral stimuli. These results extend prior research by (a) showing simultaneous effects on multiple measures of affect, and (b) demonstrating that cognitive reappraisal may be used both to regulate responses to negative stimuli and to manufacture a negative response to neutral stimuli. Copyright 2010 APA